Nike Takes a Stand for Equality with New Campaign

Nike released a powerful campaign that stands for equality. The “Equality Initiative”, which comes during Black History Month, serves as a call that “encourages people to take the fairness and respect they see in sport and translate them off the field,” according to Nike.

Directed by Melina Matsoukas, who won two Grammys for her work with Rihanna’s “We found love” and Beyoncé’s “Formation”, the campaign features Alicia Keys covering Sam Cook’s “A Change Is Gonna Come.”

Esquire notes that “Nike has announced partnerships with two world-class community organizations—PeacePlayers International and MENTOR: The National Mentoring Partnership—and will will donate $5 million in 2017 to numerous organizations that advance equality in communities across the U.S.”

The company revealed that the EQUALITY initiative will live at nike.com/equality, in social media and on billboards and posters in cities around the U.S. and Canada, with imagery that features portraits of athletes and cultural icons.”

The commercial is expected to air during the NBA’s All Star game on February 19th.